A leading voice on digital transformation, Hugo Hanselmann draws on an impressive résumé to help companies navigate and thrive through change. His previous leadership roles at Daimler, AB InBev, and ventures including Xenios, a platform specializing in digital solutions for the hospitality and retail sectors, have shaped a career defined by innovation and growth. Today, as CEO and Founder of HuHeHa, a boutique advisory firm helping companies flourish in a digital world, Hanselmann applies decades of hands-on expertise to industries facing rapid transformation. “Digital transformation is not a one-time project; it is a journey of continuous reinvention,” he says.
With a career built on driving global growth and creating digital ecosystems, Hanselmann offers three time-tested strategies for companies determined to lead in the competitive arenas of hospitality, retail, and food & beverage.
Rethink the Customer Experience from the Inside Out
Hanselmann stresses that digital transformation must begin with a complete reimagination of the customer experience. “Innovation is not just about adding a digital layer to existing services,” he says. “It is about starting at the core, understanding what your customers need, and rebuilding the experience around that.”
From developing global digital ecosystems at AB InBev to launching solutions at Xenios, Hanselmann has consistently seen that organizations willing to rethink traditional assumptions succeed. “You need to design offerings not just to be found online but to deliver integrated, emotional experiences across all touchpoints,” he explains.
Break the Silos Between Digital and Physical
One persistent challenge Hanselmann identifies is the separation between digital and physical channels. “The consumer does not differentiate between a digital interaction and an in-person one. They expect a seamless journey,” he says.
He underscores the need to dissolve internal barriers between online and offline operations. “True innovation happens when digital enhances the physical experience and vice versa,” Hanselmann adds. He cites examples such as mobile ordering in retail spaces and data-driven personalization in hospitality that have significantly improved loyalty and revenue. Organizations that succeed embed digital capabilities into the business model rather than treating them as additions.
Don’t Just Transform, Create Ecosystems
For Hanselmann, digital transformation is only the beginning. “The companies that lead are the ones that move beyond individual initiatives to create entire ecosystems around their brands,” he says. Hanselmann’s advisory firm, HuHeHa, helps clients build interconnected platforms aligning partners, customers, and internal teams. “Ecosystem thinking allows companies to grow sustainably, adapting rapidly to market changes because they are not isolated,” he explains.
He points to the hospitality and F&B sectors, where the integration of reservations, delivery, loyalty programs, and marketing platforms has shifted from a differentiator to an expectation. “If you are not thinking ecosystem-first, you are leaving value on the table,” Hanselmann says.
Leading Innovation with Purpose
Hanselmann distinguishes himself by insisting that digital innovation must be purposeful, not reactive. “It is easy to chase trends or adopt technology for its own sake,” he says. “But the real opportunity lies in building experiences and systems that create lasting emotional connections with customers.”
His work, from setting up innovation hubs in Silicon Valley to advising companies at the board level, reinforces his commitment to strategic change that remains authentic to the brand. For executives in hospitality, retail, and food and beverage, Hanselmann offers a clear blueprint: rethink customer experiences, erase the false divide between digital and physical, and cultivate resilient ecosystems that drive sustainable growth.
To learn more about Hugo Hanselmann’s work, and how HuHeHa helps companies flourish through digital transformation, connect with him on LinkedIn or visit his website.
